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Experience Design,
Convergence
+ The Digital   Agency
     David Armano | Logic + Emotion
     http://darmano.typepad.com


     criticalmass.com
Interaction Design as Catalyst
According to WIKI…




“As products become more complicated, often due to technology, designers are facing
            new challenges in gaining strong user acceptance.
    The number of people using and developing products powered by some sort of
technology continues to grow; these new systems are more functional and robust than
      ever, providing more features, functionality, and capabilities.”
According to WIKI…




However, with the added complexity, the new generation of products is becoming more
difficult to understand and use. As a result, users   become more frustrated,
  unhappy and less productive. Large portions of functionality in the
complicated software products and consumer electronics go unused, and products
              often fail in the consumer world due to their unnecessarily
                        complicated user interfaces.”
De-contructing Digital Experience Design




    human.                     technical.                     aesthetic.

Digital Experience Design exists as the design of behavior, bounded by three core
          interests: Human,      Technical and Aesthetic.
Gurus Past + Present
Gurus Past: Specialists In Defined Fields




                                            Tacticians




Usability Experts
                                   Creative Geniuses

                                                         Web Consultants
Gurus Present: “Generalists” Who Blur The Lines




 Tim Brown :: IDEO              Robert Greenberg :: R/GA   Alex Bogusky :: CP+B
 Design Strategy & Innovation   Consumer Engagements       Momentum Creators
Teams Past:
Teams Present:
How Long is Your “Fuzzy Tail”?




                          not as fuzzy
rigid




                                                   awfully fuzzy
                                   getting fuzzy




                                   fuzzy
Websites: The Way It Was




   Usability-driven        Creative-Driven   Tech-Driven
People-Driven Experiences: The Way It Needs To Be




                          People-Driven
Point In Case



                Website (1999)
From Web Sites to Digital Experiences


                                1




                            Digital Brand Experience (2007)   3
        2
The E-word




   “Companies stage
     an experience
   when they engage
     customers in a
    memorable way”
Product + Experience Design




            Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
Useful, Valuable…Emotional?




 Source: Peter Morville— Ambient Findability




           When done effectively, Experience Design leads to perceived value and positive
               emotions/feelings informally known as “the warm and fuzzies”
What’s The Role of the
  Modern Agency?
Agency Roles Are Getting Fuzzy




      “Our  advertising agency, Crispin Porter + Bogusky,
         said it was time to bring back the Rabbit name.”
Proof of Fuzziness
Gaming :: XBOX 360 Interface
AKQA :: Digital Marketing
Event Marketing :: Picture A Healthy World
Frog Design :: Design Consultancy
Retail Experience :: Hershey Store
Ogilvy :: Big Brand Agency
Multi-channel Experience :: Dominoes Pizza




              1




          2                                  3
Crispin Porter + Bogusky :: “The Factory”
Digital Experience Design

      What does a   team look like?
T-shaped thinking



                    “People who are so inquisitive about the
                    world that they're willing to try to do
                    what you do. We call them quot;T-shaped
                    people.quot; They have a principal skill that
                    describes the vertical leg of the T—they're
                    mechanical engineers or industrial
                    designers.

But they are so empathetic that they can branch out into
other skills, such as anthropology, and do them as well. They
are able to explore insights from many different
perspectives and recognize patterns of behavior that point to
a universal human need”.~Tim Brown, IDEO
Merging T-Shaped Thinking With Traditional Creativity
4 Dimensional Minds
Teams With Overlapping Skills + Strengths
Some   Examples
NASA.gov
NASA iPhone Application
My Vegas + RSVP Event Planner




                                1




                                    2
What Will Agency 2.0 Look Like?
               c
c




Less like this…
c




More like this…
Wanted:
DaVinci-Like People
Thinkers + Doers
Fuzzy Agencies
Clear + Measurable Results
Thank You.
Experience Design,
Convergence
+ The Digital   Agency
     David Armano | Logic + Emotion
     http://darmano.typepad.com


     criticalmass.com

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